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Seeing a small but significant groundswell of support for the medium in the market, WHK-FM adopted a new progressive rock format on August 15, 1968.WHK-FM became one of a handful of commercial stations in the country to try that format, many of which were owned by Metro Media.The WMMS studios are located at the former Centerior Energy building in the Cleveland suburb of Independence, while the station transmitter resides in neighboring Seven Hills.The WMMS call letters first referred to an owner – "Metro Media Stereo" – but have since taken on a variety of other meanings.Kemp and Lou "King" Kirby were signed by Metro Media.The station briefly battled with WNCR of Nationwide Communications, itself filling the void created by the brief absence of WMMS on the rock scene.

The station was known as "The Home of the Buzzard" at first.

The station also serves as the FM flagship for the Cleveland Cavaliers and Cleveland Indians radio networks.

Besides a standard analog transmission, WMMS broadcasts over two HD Radio channels, and is available online via i Heart Radio.

Key WNCR personnel (including former WHK-FM/WMMS personalities Martin Perlich and Billy Bass, and station newcomer David Spero) were soon hired by WMMS, taking most of their audience with them.

Under the leadership of station manager Billy Bass and program director Denny Sanders (who came to WMMS from Boston in 1971), WMMS helped break many new rock artists nationally, most notably David Bowie.